Taking inspiration from an existing ad to create a new one.
Springboards, a creative tool built to inspire creativity in advertising, has released a new piece of AI-created work that puts the spotlight on large-scale generative models by revealing how quickly these systems can produce polished advertising output and how easily they drift into unsafe or unoriginal territory.
‘The Dangers of AI’, the latest experiment drop from Springboards, involved taking inspiration from an existing ad to create a new one.
CEO and co-founder Pip Bingemann said the team wanted to put a spotlight on the dangers of AI when used in creative practices.
“We’re very aware of the irony here. We’re dramatising the problem of large models sending everyone to the same place by deliberately using a technique that exposes how easily they drift into infringement. But sometimes the only way to show the danger is to step into it,” said Bingemann.
“This work is about making those risks visible, not pretending they don’t exist.”
Founded by Pip Bingemann, Amy Tucker and Kieran Browne, Springboards is used by more than 200 agencies and companies worldwide and was built to help creative teams explore a broader range of ideas without sacrificing the craft, judgement and originality essential to great work.
CMO and co-founder Amy Tucker said the project reaffirmed why dedicated creative tools matter
“This experiment really showed the dual reality,” said Tucker.
“The models are powerful, but they narrow creative possibilities as much as they expand them. Creativity needs tools built for the craft, not systems that smooth every idea into the same outcome.”
“That’s why at Springboards, we aim to be an enabler, not the final answer. Springboards gives teams the variation and space they need to unlock new creative directions while keeping the taste, judgement and originality human.”
CREDITS
Client: Springboards
Strategy & Concept Development: Springboards inhouse team
Creative Inspiration Tool: Springboards.ai
Production & Delivery: Vinne Schifferstein, Marie-Celine Merret
AI Artist: Bob Connelly
Sound Design & VO: Jaron Ransley
